The forecast for Maui visitor arrivals is still down through 2024, and the overall visitor count to the state is lower at a time when state revenue is needed to support Maui.
A challenge is that recovery is not as simple as just growing visitor arrivals when it is clear that not everyone on Maui supports returning to pre-COVID-19 visitor arrivals. Those voices were among the loudest at a Dec. 4 HTA community listening session when the Hawaii Tourism Authority encountered strong pushback on a draft of its tourism recovery plan for the island in the wake of the deadly wildfires. An attendee called the meeting a “giant gaslighting session ” and described tourism as a “manufactured toxic relationship.”
Meanwhile, research from SMS Consulting, the contractor hired by HTA to develop its recovery plan, shows that airline seats and intent to travel are down as residents, businesses and potential visitors are confused with inconsistent and conflicting messages. Moreover, SMS said visitors also have indicated that they are choosing not to book Maui due to “high cost and change fees” and “out of respect for Lahaina residents.”
HTA Public Affairs Officer Ilihia Gionson said there were about 100,000 fewer visitors on Maui in October, Maui air bookings were lower than usual, and hotel reservations were lower than usual on Maui and across the state. Gionson added that unemployment claims on Maui, which peaked at 8,779 the week of Sept. 16, were still at 5, 039 the week of Nov. 25, and that some of the decrease might be because workers have left the island.
The HTA board is slated to vote Thursday on whether to adopt a recovery plan, which could draw from a $5 million tourism emergency fund that was made available when Gov. Josh Green approved the agency’s request to declare a tourism emergency in the wake of the Aug. 8 wildfires, which killed at least 100 and destroyed thousands of buildings. The plan would complement initiatives in HTA’s strategic tourism plan and its community-driven Destination Management Action Plans for each island.